Customer Support and Search Visibility
Download as PPT, PDF0 likes443 views
VMware wants to understand how to best direct searchers who are looking for support or information about VMware products. They conducted an internal survey to understand what keywords employees would search for and what results they would want to see. VMware then needs to decide which of its multiple support resources to feature for each type of search, such as documentation, the knowledge base, or community forums. The goal is to minimize support requests by providing helpful information upfront and directing searchers to self-service options when possible.
Customer Support and Search Visibility
- 1. Proactive Search Marketing VMware and Customer Support Barbara C. Coll CEO, WebMama.com Inc. “ Search Engine Marketing”
- 3. Support Comes in Different Flavours Help I can’t install the product! Looking for Customer Support I already know what I am looking for but I can’t find it. Can I talk with somebody please? Has anybody seen this problem today? Give me information now!
- 5. Answer the customer’s cry for help/support Minimize Service Requests (in the millions per year) Be proactive Keep customers happy
- 6. Multiple support resources All pages indexed All pages highly visible All relevant content But what does VMware want searchers to see? Where do they want to direct searchers?
- 7. VMware Internal Survey What would you like to see show up in a searcher’s results if they used these search keywords? Can’t find the company vSphere license How do I install the fusion update My VMware server just crashed VMware support phone number Download VMware fusion VMware tech support
- 9. Choices Website content (CMS) Support centers Product information including documentation, release information Technical papers Knowledgebase, usually a different technology platform Tweets (outside) Community, usually a different technology platform Education, Training
- 12. Multiple support resources All pages indexed All pages highly visible All relevant content But what does VMware want searchers to see? Where do they want to direct searchers?
- 15. Success Metrics Service Request #s Support phone calls Website stats Visitors to contact us page KB searches/reads Retweets Peer Responses on communities
- 16. Influencing the Engines Regardless of what you call a search engine you need to be wherever people are looking for you, your category, your products Categorize the searches by type using referring keyword stats (internal and external) Decide the path you want searchers to take (i.e. away from the contact/support phone number page) Decide when peer-to-peer responses are best
- 17. Optimization Tactics Matching Content to category of query Static web content Title tags Meta description tags URLs Real-time content User-generated content Internal Linking Tell the engines what you want to have visible i.e. don’t point to contact at every given point
- 18. Get Visible Dominate the search results Barbara C. Coll, CEO WebMama.com Inc. webmama.com blog.webmama.com Twitter: @webmama